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Mads Mord­horst

Associate Professor

Subjects
Branding Industry Social media Nationalism History Culture

Primary research areas

Iden­tity Mar­kets
How and why iden­tity has emerged as one of the most sig­ni­fic­ant and in­flu­en­tial mar­kets in con­tem­por­ary so­ci­ety.
Uses of His­tory
How his­tory is pro­duced and used by na­tions, com­pan­ies, and oth­er act­ors, and how this shapes our un­der­stand­ing of both the past and the present
Mu­seums and Cul­tur­al Or­gan­iz­a­tions
Ar­guing that mu­seums and oth­er cul­tur­al or­gan­iz­a­tions can­not be re­duced to either private or pub­lic en­tit­ies, this pro­ject ana­lyzes the or­gan­iz­a­tion­al spe­cificity of mu­seums and sim­il­ar in­sti­tu­tions.

Find­ing Ourselves in a Chan­ging World

In a world undergoing rapid change, everyone is constantly compelled to ask: Who am I, and where do I belong? Today, the answers are no longer primarily sought in institutional frameworks but rather in various markets — the labor market, the cultural market, social media, or the consumer market. This is what I have defined as the identity market. 

I examine why and when this shift in our understanding of identity has taken place, and, above all, what it means for individuals, businesses, and society.